國際生留臺就業輔導計畫
To help students gain a deeper understanding of Taiwanese brand management, craftsmanship, and industry trends, the Office of International Affairs at National Taipei University hosted a Global Youth Empowerment Talk titled “The Soul Behind a Brand: The Science and Aesthetics Behind a Cup of Specialty Coffee” on June 5. The event featured Graham Liao, Founder and Chairman of Zhanlu Coffee, who shared insights into brand building and specialty coffee culture. Despite heavy rain in Sanxia that day, the event attracted nearly 100 faculty members and students, reflecting strong interest in branding, specialty coffee, and career development.
The event opened with remarks from Dean of International Affairs Thijs A. Velema, who noted that Taiwan’s thriving specialty coffee industry is the result of years of dedication by coffee professionals and entrepreneurs. He highlighted Zhanlu Coffee as one of the leading pioneers in the field and encouraged students to learn from the company’s spirit of innovation, perseverance, and market development while cultivating the professional skills and global perspectives needed for future success.
During the talk, Graham Liao shared the story behind Zhanlu Coffee, which he founded in 2003. Drawing upon his background in science and engineering, he explained how he applies scientific methods to coffee brewing, roasting, and blend development. Through continuous testing, analysis, and refinement, he has established consistent quality standards for the brand. One example is Zhanlu’s signature blend, the V.21, which underwent more than twenty rounds of adjustments before reaching its final form, demonstrating the company’s commitment to excellence and continuous improvement.
Beyond the technical aspects of coffee, Liao also discussed the emotional and human dimensions of brand management. He emphasized that a brand is more than a product—it is a vehicle for conveying values, ideas, and stories. Speaking about the essence of specialty coffee, he remarked, “Specialty coffee is not a type of bean; it is an attitude.” He stressed that the true value of a coffee business lies in delivering respect and care through both products and services while building long-term trust with customers.
The event was further enriched by the support of the university’s internship store partner, Amo, which generously sponsored 50 delicate cakes for participants to enjoy. In addition, Mr. Lin, Chairman of the New Taipei City Alumni Association, attended the event to show his support. The participation of Zhanlu Coffee and Amo highlighted the commitment of businesses and alumni to talent development and educational engagement, providing students with valuable opportunities to learn about industry trends, corporate culture, and workplace values.
During the Q&A session, students enthusiastically raised questions on topics including coffee entrepreneurship, product development, market trends, and brand management. Liao encouraged students to explore their interests, strengthen their professional expertise, and maintain curiosity and passion for lifelong learning. He emphasized that successful brands require not only technical competence but also innovative thinking, continuous learning, and an unwavering commitment to quality.
The event also aligned with the Office of International Affairs’ efforts to support international students pursuing careers in Taiwan. Looking ahead, the OIA plans to collaborate with Zhanlu Coffee to launch a barista internship program for international students, providing overseas Chinese and international students with hands-on workplace experience and deeper insights into Taiwan’s service sector and specialty coffee industry. In addition, both parties are exploring the establishment of a Corporate Career Mentor Program, inviting industry leaders and professionals to serve as mentors and provide career guidance, industry insights, and job-preparation support. These initiatives aim to help students make a smoother transition into the workforce and enhance their career competitiveness.
The Office of International Affairs will continue to leverage industry partnerships through talks, company visits, internship opportunities, and career mentoring programs to build a comprehensive support system for international students. By strengthening the talent development pathway from recruitment and education to internships and employment, the university seeks to support more international talent in pursuing long-term career opportunities in Taiwan and further advance its efforts in international talent cultivation and retention.
